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Journals / Süleyman Demirel Üniversitesi Vizyoner Dergisi / 2026 / Cilt: 17 Sayı: 50

Transforming Airline Consumers: The Interaction between Environmental Knowledge, Green Advertising, and Green Switch Intention

Havayolu Tüketicilerinin Dönüşümü: Çevresel Bilgi, Yeşil Reklamcılık ve Yeşil Değiştirme Niyeti Arasındaki Etkileşim

Şahap Akan(DICLE UNIVERSITY)0000-0002-4633-7683
Ümit İlhan(DİCLE ÜNİVERSİTESİ)0009-0000-8751-6760
Pages
457–472
Publication Date
2026-05-31
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results indicate that environmental knowledge plays a positive role in shaping green switch intention.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In recent years, green practices have emerged as a strategic priority within airline industry.
📊
Key Findings & Data:To evaluate the proposed hypotheses in the model developed in the study, data is collected with a survey administered via Google Forms, resulting in responses from 340 participants.
💡
Conclusion & Impact:The results indicate that environmental knowledge plays a positive role in shaping green switch intention.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Hava Taşımacılığı · Yeşil Reklamcılık · Yeşil Değiştirme Niyeti

Abstract

In recent years, green practices have emerged as a strategic priority within airline industry. The study investigates the effect of environmental knowledge on green switch intentions in air transportation, while also considering the moderating effect of green advertising within this relationship. To evaluate the proposed hypotheses in the model developed in the study, data is collected with a survey administered via Google Forms, resulting in responses from 340 participants. The dataset is analyzed using partial least squares structural equation modelling (PLS-SEM) with the software package WarpPLS. After completing the reliability and validity tests, a structural framework analysis is conducted. The results indicate that environmental knowledge plays a positive role in shaping green switch intention. Furthermore, green advertising moderates this relationship by attenuating the effect of environmental knowledge on green switch intention. The findings provide valuable theoretical and managerial implications.

Özet

Günümüzde yeşil uygulamalar havayolu endüstrisi için stratejik bir odak noktası olmaya başlamıştır. Bu çalışmada, havayolu taşımacılığında çevresel bilginin yeşil değiştirme niyeti üzerindeki etkisi ve yeşil reklamcılığın bu ilişkideki moderatör rolü incelenmiştir. Bu araştırma kapsamında oluşturulan modelin hipotezlerini test etmek amacıyla, Google Forms üzerinden anket yoluyla veri toplanmıştır. Toplamda 340 katılımcıdan elde edilen veriler, kısmi en küçük kareler yapısal eşitlik modeli (PLS-SEM) yaklaşımı ile WarpPLS programı aracılığıyla analiz edilmiştir. Güvenirlik ve geçerlilik testleri yapılarak yapısal model analizi uygulanmıştır. Analiz sonuçları, çevresel bilginin yeşil değiştirme niyeti üzerinde önemli ve pozitif bir etkisi olduğunu ortaya koymuştur. Bunun yanı sıra, yeşil reklamcılığın, çevresel bilgi ile yeşil değiştirme niyeti arasındaki ilişkiyi zayıflatan bir moderatör rolü üstlendiği tespit edilmiştir. Araştırma bulgularının hem teorik hem de yönetsel açıdan önemli çıktılar sunduğu değerlendirilmektedir.

🔖

Cite This Article

Akan, Ş., İlhan, Ü. (2026). Transforming Airline Consumers: The Interaction between Environmental Knowledge, Green Advertising, and Green Switch Intention. Süleyman Demirel Üniversitesi Vizyoner Dergisi, Cilt: 17 Sayı: 50, 457–472. https://doi.org/10.21076/vizyoner.1667578

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